Wed, 05 Sep 2007
From: Tempo Interactive
By Wednesday, 05 September, 2007 | 13:29 WIB
TEMPO Interactive, Jakarta: The creation of Country Branding (CB) or positive images about a country from the eyes of the world is crucial in determining its success in global competition. Unfortunately, Indonesia is regarded as failing to create CB due to a lack of the leaders’ consistency.

The image about Indonesia tends to be negative and fragmented,” said Teddy Kharsadi, the National Chair of the International Public Relations Association (IPRA) during the Asia-Pacific IPRA regional conference on September 5-6 in Nusa Dua, Bali. “The leaders often disagree about a matter,” he stressed, Wednesday (5/9).

Inconsistency also appears amid the leaders’ statement and behavior, for instance in terms of corruption eradication, illegal logging, terrorism eradication and other matters that has caught the world’s attention. Not to mention, said Teddy, miscommunication often occurs so that there is a serious dispute. Under this situation, PR circles’ efforts to create CB become less meaningful.

This is worsened by the lack of the government’s comprehension for the necessity of creating CB by bringing out positive aspects of the nation’s progress. “If there is a problem, what must be exposed more should have been efforts to overcome it without concealing it,” he said.

IPRA 2007 President, Phillip Sheppard, acknowledged that so far Indonesia’s CB is in fact still weak in the world’s eyes. “I thought Indonesia is a country with diversity, a vast area, with three time zones that undergo deforestation problems and forest preservation,” said the Belgian man. The image was formed by news in the international media he accessed.

However, according to him, it is not easy to create CB compared to a product’s branding. This is because the problem is far more complicated and contains many contradictions. Strong leadership, consistency and integrity in the long term are needed.

Rofiqi Hasan


Wed, 05 Sep 2007
From: JakChat
Comment by KuKuKaChu
so, there you go. indonesia's problems have nothing to do with rampant corruption, incompetent bureacracy, murderous military, moronic politicians, manpower chaos, etc etc. no, no, no. it's the brand that's the problem!



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